In advance of the October 17-21 SIAL international food exhibition in Paris, Magic Soba was named the SIAL Innovation grand prize winner in the frozen products category, while Viči Protein Surimi Noodles took top honors in the Seafood Products competition.
Maguk, South Korea-headquartered Ourhome’s Magic Soba was saluted for reinventing the way cold soba noodles are prepared, using technology that allows them to be enjoyed ice-cold – even after being microwaved. The product’s frozen tray contains a slow-melting ice pack that remains intact while the noodles cook, then cools them and keeps them at a low temperature
when it’s time to eat. It’s a technological innovation that provides a convenient way to prepare a dish that is traditionally eaten very
cold.
This marks the second time that Ourhome has won a SIAL Innovation award, as it took the prize for Green Leaf Kimchi in 2024.
The new Viči brand product from Kaunas, Lithuania-headquartered Vičiūnai was lauded for transforming traditional stick format surimi into a noodle shape, which will be available in both shrimp-flavored and plain varieties at retail stores in Europe starting this December.
Beyond its format, the offering boasts multiple functional benefits. High in protein and enriched with Omega-3 fatty acids, it also contains marine collagen. The surimi is made from MSC-certified fish.
The SIAL Innovation judging panel called Vičiūnai’s new product “a dual innovation – in both its form and composition – that
positions surimi as part of the protein trend and the rise of functional foods, while expanding its range of uses.”
For three decades, SIAL Innovation has spotlighted products reshaping the food industry worldwide. Celebrating its 30th anniversary, the competition reached a record-breaking number of entries in 2026, with more than 2,750 products submitted and 775 selected for consideration.
This year’s milestone edition highlights the renewed momentum of food innovation and reveals the trends expected to influence consumer markets in the years ahead.
About the Exhibition
Organized by Comexposium, SIAL Paris 2026 will feature approximately 8,000 exhibitors from 205 countries displaying more than 400,000 products. As a business generator, the show offers a keen insight into the sector’s trends and opportunities every two years. The event forms part of the SIAL network of trade fairs dedicated to food and drink, which brings together buyers and sellers through twelve regular events spanning the globe from France and Canada to China, Indonesia, India, Malaysia and Algeria.
Frozen food is always in high profile at SIAL Paris – and for good reason. In 2026, the global frozen food market is marching on as premium positioning, world cuisines and ultra-convenient formats are reshaping the fast-evolving sector.
According to Future Market Insights, the international market for frozen food is expected to grow from $464 billion in 2025 to nearly $785 billion in 2035, representing an average annual growth rate of +5.4%. Another study, Global Market Insights, estimates the market size at $297 billion in 2024, reaching $500.8 billion in 2034 (CAGR +5.5%).
This growth is driven by three factors: faster lifestyles, which favor quick and ready-to-cook meals; increasingly efficient cold chain logistics and e-commerce; and a move upmarket that is transforming frozen foods into a premium alternative.
In France, frozen foods are showing exceptional resilience, even in an inflationary environment. Consumers increasingly favor value-added products that combine quality, origin and convenience. The savory segment, in particular, is driving purchases with a 2.3% increase in volume in 2024.
Frozen pizzas perfectly illustrate this revival, becoming a driving force in the category. The arrival of new players such as Pizzaiolo – La Pizza Delamama, in collaboration with Mister V, illustrates how influencer marketing and creativity are contributing to the revitalization of the sector.
Analysis from NewFoodData (by ProteinesXTC) confirms that innovation in frozen foods is currently dominated by the “Pleasure” axis – up 12.4 points in 2024, driven by the “variety of the senses” and “sophistication” trends. The “health” and “plant-based” themes, which are in slight decline, are giving way to more experiential and sensory concepts.
This shift reflects a change in consumer expectations, as shoppers are no longer looking for convenience alone, but also for diversity, taste quality, and culinary emotion.
This quest for indulgence is embodied in refined creations such as Morrisons’ Christmas sleigh chocolate mousse, combining festive aesthetics with sensory pleasure. On the sweet side, brands are revisiting classics. Picard’s “Street Good” cookie, with white chocolate, raspberry and matcha illustrates the fusion between artisanal desserts and the convenience of frozen foods.
Sophistication can also be found in premium desserts such as Idalia white chocolate-coated raspberries, designed with the endorsement of a Meilleur Ouvrier de France.
In the savory segment, the same quest for pleasure guides innovations. President’s Choice Ahi tuna tataki, prepared Japanese-style and MSC-certified, and Picard’s lacquered duck breast prove that frozen foods have fully embraced the codes of contemporary gastronomy.
Frozens Become a Veritable Culinary Passport
The rapidly growing “Variety of the Senses” trend reflects a desire to travel through taste. Asian, Indian, and Mediterranean-inspired recipes are multiplying on store shelves.
International ranges such as the Findus World Selection – Indian Tikka Masala offer complete, protein-rich meals that are ready in ten minutes to serve up an authentic experience at home.
Chicken Ramen Mings, created by Chef Ming Tsai, brings Japanese ramen culture to a convenient format, while Kitchen Joy Thai Cube offers Thai curry with coconut milk and jasmine rice that can be enjoyed straight from the packaging.
This openness to the world is not limited to ready meals, It also extends to appetizers and snacks. Mac & Cheese U bites revisit an American classic, while President’s Choice’s La Carrée pizzas are inspired by Chicago’s deep dish style to win over fans of generous, convivial recipes.
Practicality and Modernity
Practicality remains a key value for frozen foods, but it is now enhanced by a technological and lifestyle dimension. Consumers favor quick, ready-to-eat solutions that are compatible with new cooking methods. For example, there’s Picard’s sweet paninis, filled with spread and ready after 40 seconds of zapping in a microwave oven, illustrate this “grab & enjoy” approach.
McCain AirFryer Dip, meanwhile, responds to the explosion of the air fryer market. The extra-crispy potatoes, ready in ten minutes, are suitable for modern, energy-efficient home use.
Innovation now lies as much in the recipe as in the format. Dr. Oetker La Mia Familia – Vier Käse transforms family snacking into a convivial experience to be shared, while Kitchen Joy and Findus are developing ready-to-eat meals in their own packaging, simplifying every stage of the meal.
